Brain Rule #7 states, “Repeat to remember” (125). Medina explores the first step of declarative memory (memory that one needs to make a conscious effort to remember): encoding. This form of memory allows individuals to recall particular facts, such as the numbers of a social security number. Medina asserts that memory is what makes humans conscious; their memories contribute to their personal preferences and feelings. Any form of human cognition—such as the ability to read and write—is only made possible through memory. Declarative memory differs from nondeclarative memory because it involves intentional awareness; nondeclarative memory recalls without awareness. For example, riding a bike requires nondeclarative memory; the rider is not conjuring a list of skills or reminders to complete the task.

While the brain can hold vast amounts of memory, most of what is learned disappears. When a person encounters a stimulus, the brain breaks the information up into tiny parts and codes them. Medina compares this process to a blender with the lid off. Scientists have yet to fully understand the complex coding process of the brain and how it bundles everything to maintain continuity. The brain employs a few types of processing. The first, automatic processing, occurs when a person is highly interested in what is happening; the brain codes with minimal effort.